Magento, an Adobe company, surveyed consumer preferences from 8 countries (United Kingdom, France, Germany, Italy, Spain, Netherlands, United Arab Emirates and South Africa).

Magento aimed to answer on so vital for every merchant questions:

  • So how do retailers win over shoppers?
  • What makes customers want a retailer’s offerings?
  • What makes them come back?
  • What are the usual pain points they experience?

And here are some impressive results in numbers. EMEA (Europe, Middle East, and Africa) shoppers will become repeat customers:

  • 66% of shoppers will make a repeat purchase if free delivery is available
  • 56% will come back if the price is competitive with a similar retailer
  • 53% pay attention to the free return policy
  • 41% take to account brand’s reputation
  • 40% prefer if delivery takes less than 5 days
  • Loyalty schemes matter for 34%

Shopping Experience

54% will purchase if the website is easy to use:

  • the web store has a proper search function, and it’s easy to find what they need. Merchants who are running Magento Open Source can install ElasticSearch to improve the search experience. Using Elasticsearch as a catalog search solution provides quick and advanced searches on products in the catalog, multiple languages, stop words and synonyms, etc.
  • customer data (name, address, etc.) is secured and protected. Magento works hardly on protecting and fixing all platform vulnerabilities. But for customers, this protection isn’t obvious, and they need some visible signs on the web store like a badge from our partner Trusted Shops who more than 15 years help online retailers building up the trust and confidence of their customers

29% will buy on the online store that works well on a smartphone. In general, mobile compatibility isn’t so important in Europe as in Asia.

Irrelevant (email) communication drives shoppers away. 33% will unsubscribe from a mailing list if they are sent irrelevant information.

Environmental concerns

44% of customers prefer retailers who minimize the usage of package materials (plastic, polystyrene, bubble wrap, etc.).

The study by Kantar UK reveals that 77% of UK grocery shoppers have, in the past 12 months, switched, avoided or boycotted buying certain products, or would consider doing so in the future, based on brands’ environmental policies. Meanwhile, just 14% of consumers think online shopping is better for the environment. 28% avoid products made from single-use plastics.

44% pay attention to transparency on were products sourced from.

Payment Methods

36% of consumers would avoid an online retailer if they did not accept credit cards.

34% want to be able to pay by debit card.

29% cared about digital e-wallet payment methods

Only 5% of customers are interesting in the cryptocurrency payment option (not one to invest time and for merchants in 2020).

Focus on in 2020:

  • Convenience
  • Mobile
  • Omnichannel


Personalization means that you provide a personalized experience for your customers but not ask them to fill 100 questions questionnaire.

Perfect personal experience is the ability to solve customer’s problem or need as soon as possible with minimum efforts. It anticipates the customer’s need.

Customer Experience is the most effective method to create a sustainable competitive advantage.


62% of users accessed the internet using their mobile phones. By 2021, it’s estimated that almost 50% of online sales will come from mobile shopping and in some markets, that number is already over 80%. Obviously, an excellent mobile experience is a great competitive advantage.

What Magento has prepared for Mobile Commerce

  • Mobile Friendly Checkout (seamless integrations with payment gateways like PayPal and Braintree)
  • Progressive Web Apps (PWAs) represent the next evolution in mobile-driven commerce by delivering immersive, app-like experiences via mobile browsers. Magento Commerce offers the PWA Studio for creating and managing rich PWAs.


Customer experiences are connected thought different channels and different touchpoints in one single customer journey. Headless commerce meets the growing expectations of customers, a complex matrix of buyer touchpoints, seamlessly moving through different experiences (mobile, desktop, offline store).

Headless commerce is a clean separation of the public-facing front end of your web store from the commerce functions and logistics on the back end. It allows both halves of an eCommerce system to function independently of one another, using APIs to quickly deliver essential commerce services and experiences to customers.

Magento Commerce offers a highly flexible infrastructure where merchants can deploy new features to production many times a day and quickly react to changing customer needs at speed and scale.

Magento Commerce integrates with the Adobe Experience Manager to run a headless or hybrid approach. It is also compatible with Drupal, Acquia, Wordpress, and Joomla.


  • Shoppers expect retail sites to be intuitive, excel at the functional level
  • Delivery price and logistics are as important as price
  • Improving Customer Experience is the most effective way to win heart and minds
  • Customer data is a goldmine but collect and use it transparently
  • B2B clients have the same expectations as B2C

Based on eCommerce Shopping Trends survey by Magento, an Adobe company

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